Customer loyalty is no longer something that retailers can rely on – it's become the norm to shop around for the best deal and 'cheat' on a favourite brand. Yet given how valuable a loyal customer can be for a business in the long term, which schemes can help to forge strong relationships?

Britons love to receive rewards for shopping, yet while 89% are signed up to at least one loyalty programme, just half actually take advantage of these initiatives. The Bink app simplifies brands’ schemes to get people earning and cashing in their points – but what puts them off in the first place?

A Domino’s promotion in Russia promised a lifetime’s worth of free pizza to anyone who got a tattoo of the brand’s logo. However, the fast food chain had to withdraw the offer after receiving an overwhelming response, demonstrating the lengths to which Russians will go for freebies.

Domino’s has launched 150,000 delivery hotspots across the US, allowing customers to receive their pizza in public spaces, without the need for a street address. As expectations for high standards and immediacy in deliveries increase, brands are adapting to live up to their expectations.